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An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research

In: Applied Conjoint Analysis

Author

Listed:
  • James Agarwal

    (Haskayne School of Business, University of Calgary)

  • Wayne S. DeSarbo

    (The Smeal College of Business, Pennsylvania State University)

  • Naresh K. Malhotra

    (Nelson Mandela Metropolitan University
    Georgia Institute of Technology (Georgia Tech))

  • Vithala R. Rao

    (Cornell University, Johnson Graduate School of Management)

Abstract

This review article provides reflections on the state of the art of research in conjoint analysis—where we came from, where we are, and some directions as to where we might go. We review key articles, mostly contemporary published since 2000, but some classic, drawn from the major marketing as well as various interdisciplinary academic journals to highlight important areas related to conjoint analysis research and identify more recent developments in this area. We develop an organizing framework that attempts to integrate various threads of research in conjoint methods and models. Our goal is to (a) emphasize the major developments in recent years, (b) evaluate these developments, and (c) identify several potential directions for future research.

Suggested Citation

  • James Agarwal & Wayne S. DeSarbo & Naresh K. Malhotra & Vithala R. Rao, 2026. "An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research," Springer Texts in Business and Economics, in: Applied Conjoint Analysis, edition 0, chapter 15, pages 475-514, Springer.
    • Handle: RePEc:spr:sptchp:978-3-032-00894-7_15
    DOI: 10.1007/978-3-032-00894-7_15
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